Aug 2023 (3 weeks)
The current Shazam app is only known for identifying a song. Our team improved user interaction within the app by adding new features for customizing and sharing songs discovered through Shazam.
Design & Interaction Lead
Users use Shazam as a tool for identifying a song, resulting in the average usage time of the app being less than half a minute.
Enhance user engagement with Shazam to increase the amount of time users spend on the app and maintain the number of returning users.
Increase user interactions with these new features
Improve connectivity between Shazam and other music streaming apps
We began with mind maps and various types of research including heuristic evaluation, user interviews, competitive & comparative analysis (task analysis, feature inventory pluses & deltas), and secondary research.
During the heuristic evaluation, we assessed the capabilities of the current Shazam app and prioritized the severity levels of the usability issues. One of the significant usability violations identified was that the current app is limited to a single playlist with no customization. Additionally, there are inefficient flows that are repetitive or require the user to take multiple steps to complete the task. This heuristic evaluation helped us to identify several issues with the current app that might cause users to be unsatisfied with the app.
These insights cover the strengths and weaknesses of each app, allowing us to identify areas for improvement and differentiate the Shazam app from others.
We researched four competitors from the music industry:
We discovered that these apps offer customization and personalized options for each user. However, they lack an efficient method for sharing multiple songs with individuals who use different streaming platforms.
Because of this… this requires users to share their songs through an external link to get the song information and manually add to it their playlists.
Additionally, we explored the area of sharing and interaction by comparing with four comparators:
We learned that these apps allow users to share their content with other users in multiple formats and choose the level of visibility to the public feed.
From user interviews, we were able to identify user’s behaviors, needs, and frustrations and also gained insights into various perspectives of their interactions with music including listening, sharing, and collecting.
- "It feels like I can relate to the people who listen to the same music as me.”
- “I used to spend a lot of time organizing music, but it’s too time consuming.”
- “I share the music that I like with my friends and family to let them know I am thinking about them.”
We came up with I statements that summarize the key points of each category. This helped us give our users a voice.
- “I view music as my inspiration and a way to connect with others.”
- “I don’t want to spend a lot of time organizing my playlist."
- “I like having options to adjust my playlists, even if it’s generated by the application.”
Based on the insights from the research, we created two user personas to empathize with pain points, needs, and behaviors.
Both Amanda and Michael are looking for a more efficient way to create their music. Additionally, Amanda additionally wants a sharing option with other users across different music streaming apps.
The user journey is based on our primary persona Amanda’s scenario. Amanda, an Apple Music subscriber, identifies a song using the Shazam app when she hears a new song. She wants to save the song for her upcoming class, but she needs to exit Shazam and go to Apple Music because Shazam doesn’t offer the option to create playlists. After her class, her students ask her to share the songs she used. However, Amanda encounters difficulty sharing them with non-Apple Music users. As a result, she ended up telling them the song titles. This journey reflects Amanda’s biggest frustrations: no customization in Shazam and difficulty sharing with non-Apple Music users. It visualizes when the touchpoints occur in her task, allowing us to consider them as the areas of problems to focus on.
Based on our research insights, we generated this problem statement:
If she doesn’t have an easy way to manage and share her discovered songs within the Shazam app, then she will leave the app once she finds a song with the song recognition feature. The problem statement introduces our main focus of this project: encouraging more user interaction.
We began exploring potential solutions for our problem statement with these HMW statements:
1. How might we make Shazam more interactive with other users?
2. How might we bring more fun to users besides recognizing the song?
3. How might we let users access their current playlists from other platforms?
4. How might we allow users to customize their own playlists?
We created two user flows to illustrate different approaches to user engagement with new features:
Discovering a song and adding it to playlists
Sharing songs with other users
These user flows are based on the same scenario from our primary persona so we can see how these new features can improve the capabilities of the app and create more interaction experiences within the app.
This sitemap illustrates how the app is structured with the new features, which helps us to know where the content is located and whether it is easy for users to find the content.
Before creating wireframes, we spent time sketching wireflows individually and shared our ideations as a team. During this process, we were able to highlight areas to focus on. As the Design Lead, I was responsible for creating digital wireframes that reflect our discussion and feedback from the team. We began with lo-fi wireframes and gradually added fidelity so that we can see if the structure and flow makes sense before adding any content. It helped us to visually communicate and iterate ideas.
The style guide and component library are based on the current Shazam and iOS design guidelines.
We conducted 4 usability tests with our mid-fi prototype to understand their difficulties in navigating with the new features. We gave the users a scenario similar to our primary persona's and observed what types of errors occurred during the testing and the success rate of the tasks.
3 out of 4 users were confused with the "add to playlist" section as a button due to its blue color. Based on the results, we decided to use that as a button and removed the "save" button.
3 out of 4 users thought it takes multiple clicks to edit the playlist because the edit button is under the three dot icon. So we added the edit button next to the playlist name.
From the usability test, we were able to observe user’s behaviors while interacting with the new features. The frequency of errors occurred in a specific task highlighted instances where users experienced confusion, which was related to the UI design. Based on this insight, we refined the clarity of the button and icon designs.
I led the team in creating a style guide for consistency and developing the fidelity of the design. We had iteration processes, and I refined the prototype based on feedback and discussion with my teammates.